The Australian Teachers of Media National Media Education Conference is held every two years and in 2013 will take place at the Gardens Point central city campus of Queensland University of Technology from July 4th to 7th. The theme will be Connected Creative Critical. Children and young people are living in a world where it is increasingly possible to be connected with others, to create with a range of digital media and in which they need to be reflective and critical about their experiences. Educators in formal and informal settings and the media industries have a responsibility to help young people to successfully participate in contemporary media cultures.

1. Say goodbye to the Fries: Education
and the shape of the creative
economy
Stuart Cunningham

2. Addressing two big debates
• The fries story...
• The arts and humanities don't deliver adequate employment
prospects for students
• But when they do, the nature of the work in the so-called creative
economy doesn't live up to its shiny, romantic image
• From the right comes the attack that education (unis, maybe
schools?) and training are oversupplying arts and humanities
graduates into the workforce
• And the left wants to prick the bubble of inflated claims about the
nature of work in the creative economy
• Addressing both debates with research from the bottom up and from
the top down, showcasing two different methodologies....

3. The broad context for the first debate
•The broadest level: benefits of education to society
•Endogenous growth theory - Romer
•Education is an investment in human capital - Freebairn
•Blair: the three highest priorities of government are ‘education,
education, education’
•At this level of abstraction, the argument for the humanities and
social sciences is similar to that for physical and biological
sciences

4. Key differentiators
•compulsory vs further and higher education
•public and private good
•enduring demand for disciplines which have relatively less
efficient translation into productivity, high income and thereby
enhanced tax returns (private good), but also a less clearly
articulated contribution to the public good (science, engineering
and maths are seen as platform knowledges in danger of
enduring market failure) – may have contributed to the dramatic
decisions in the fiscally-challenged UK to withdraw public subsidy
from much of arts and humanities

5. The task
•to articulate the public good of the arts and humanities while also
painting a more complete, accurate picture of the capturing of
private good by studying much more closely the career outcomes
of arts and humanities graduates. It may be that a much deeper
empirics of career outcome, together with a much more
sophisticated account of public good, may contribute to
understanding distinctive ways in which arts and humanities’
private good also contributes to the public good

6. Graduate Destinations in
Cultural and Communication Studies
•almost no longer-term career tracking research of graduate
outcomes in Australia
•Graduate Destination Survey
•The Go8 PhD study
•Centre of Excellence: measuring the ‘creative workforce’
•QUT Media, Communication and Cultural Studies Graduate
Career Outcomes

7. Research questions
1. What are the early career destinations and paths of
graduates from cultural and communication studies courses? Is
there evidence for portfolio career arrangements, embeddedness,
early career churn and mobility, underemployment,
underemployment at a graduate level, etc?
2. What ‘special value’ do cultural and communication
studies graduates seem to add by virtue of their educational
backgrounds?
3. To what degree is there evidence of congruence
between skills developed during the course and skills required at
work?
4. What are the career aspirations of early career
graduates from cultural and communication studies courses?
5. What additional education/professional training do early
career graduates undertake, and how does this contribute to their
career paths?

8. 8
16
19
28
38
43
49
72
60 61
2
0
10
20
30
40
50
60
70
80
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Number of participants by year of graduation
(N=398)

9. (N=311)
‘Vocational’ courses ‘Non-vocational’ courses
Bachelor of Journalism n=80 Bachelor of Mass Communication n=54
Bachelor of Creative Industries
(Journalism) n=57
Graduate Certificate of Creative Writing
n=23
Graduate Certificate of Journalism n=13 Bachelor of Creative Industries (Media
and Communications) n=10
Graduate Diploma of Journalism n=8 Bachelor of Creative Industries
(Interdisciplinary) Hons n=9
Master of Journalism n=5 Bachelor of Creative Industries
(Interdisciplinary) n=7
Top 5 most common single degree
vocational/ non-vocational courses

10. no further study
72%
cultural and
communication
studies courses
8%
business /
management
5%
education
4%
other fields
11%
Communic
ation
31%
Journalism
24%
Cultural
studies
12%
Film/TV
12%
Advertising
9%
Media
studies
6%
Public
relations
6%
N=403
N=33
Subsequent formal study

11. Most recent job
• A wide variety of job position destinations:
110 different job titles (ANZCO 6-digit codes) across 403 participants
• A very high proportion of full-time work:
80% full-time, 7% part-time, 6% self-employed, 5% casual
• A high degree of course-job relevance:
62% of jobs directly related to CCS course
• Graduates are working at high level positions:
70% of jobs required a degree
• Graduates are working in private and government sectors
65% private, 29% government
• Creative trident:
25% ‘embedded’, 39% ‘specialist, 3.3% ‘support’ (non-vocational course
graduates more likely to be embedded than vocational ones)
• A relatively low unemployment rate:
24% unemployed at some point since graduation, but avg length <2 months

12. Most recent job – most common specific roles (ANZCO 6-digit codes)
Double degrees (n=87)
Marketing Specialist (12.8%)
Program or Project Administrator (8.1%)
Sales and marketing manager (7.0%)
Advertising specialist (7.0%)
Television journalist (7.0%)
Single degrees (n=311)
Public Relations Manager (9.0%)
Marketing Specialist (6.0%)
Media Producer (5.7%)
Print journalist (5.7%)
Program or Project Administrator (5.0%)

13. Most recent job – broad field of work (ANZCO 2-digit codes)
Single degrees (n=311)
Arts and Media Professionals (26.8%)
Business, Human Resource and Marketing Professionals (18.6%)
Specialist Managers (12.5%)
Education Professionals (6.8%)
Office Managers and Program Administrators (5.4%)
Double degrees (n=87)
Business, Human Resource and Marketing Professionals (27.9%)
Specialist Managers (16.3%)
Arts and Media Professionals (14.0%)
Legal, Social and Welfare Professionals (11.6%)
Office Managers and Program Administrators (8.1%)

14. Career trajectories
Year 1 Year 2 Year 3 Year 4
% multiple job holding 23.0% 16.8% 19.7% 17.7%
% casual work 19.7% 9.6% 4.1% 7.3%
% full-time work 61.8% 76.8% 80.3% 80.5%
% voluntary/unpaid work 5.9% .8% 1.6% 1.2%
% jobs related to CCS fields 65.1% 69.6% 65.3% 70.7%
% jobs requiring a degree 55.3% 68.8% 67.2% 67.1%
Creative trident - % specialist 35.5% 36.8% 41.0% 49.4%
Creative trident - % embedded 19.7% 29.6% 25.4% 23.5%
Creative trident - % support 9.2% 6.4% 3.3% 4.9%

15. Career trajectories
Year 1 Year 2 Year 3 Year 4 Year 4+
% multiple job holding 23.0% 16.8% 19.7% 17.7% 11.0%
% casual work 19.7% 9.6% 4.1% 7.3% 4.5%
% full-time work 61.8% 76.8% 80.3% 80.5% 75.9%
% voluntary/unpaid work 5.9% .8% 1.6% 1.2% 0.0%
% jobs related to CCS fields 65.1% 69.6% 65.3% 70.7% 57.1%
% jobs requiring a degree 55.3% 68.8% 67.2% 67.1% 64.5%
Creative trident - % specialist 35.5% 36.8% 41.0% 49.4% 40.0%
Creative trident - % embedded 19.7% 29.6% 25.4% 23.5% 18.6%
Creative trident - % support 9.2% 6.4% 3.3% 4.9% 1.8%

16. To what extent would you say that...
Course relevance and skills used
...your CCS studies at QUT
have been relevant to your
career so far?
...you use the skills, abilities
and knowledge you
developed during your
CCS course in your most
recent job?
Not at all
To a great
extent
Not at all
To a great
extent
3.5
3.3

17. Special CCS Skills
•Disciplinary skills and knowledge (25.4%) – particularly media knowledge
•Written communication (25.4%)
•Critical thinking, problem solving (12.2%)
•Verbal communication and interpersonal skills (11.6%)
•Time, team and project management skills (7.1%)
What special skills do graduates of CCS courses bring to the workplace?

18. Course relevance and skills used
Which skills and knowledge developed during your CCS course do you use now
as part of your work?
•Written communication (33.6%)
•Disciplinary knowledge and skills (21.4%)
•Verbal communication, interpersonal skills (15.3%)
•Visual communication, digital communication skills (8.8%)
•Time, team and project management skills (6.6%)

19. Implications
•Cultural Studies Review ‘Disciplining Innovations’
•‘instrumental progressivism’
•the alignment between the soft skills, the generic capabilities or
attributes at the core of the ‘human capital’ template, and the
disciplinary specificities of cultural and communication studies
•the ‘discourse of generic graduate capabilities opens up … a
new space for cultural studies’ (Terry Flew)
•The mutability of vocational/non-vocational distinction over time
•Public good/private good – not zero sum
•We don’t have to accept the fries story, but we do have to step
up and know our graduate outcomes from the bottom up...

20. The broad context for the second debate
•Creative labour and its discontents: pricking the bubble of the
‘creative class’ (Florida, Leadbeater, Howkins, and us!)
•Research from the top down and a different methodology – what
can Census data tell us about the creative economy?

21. Figurative view of the Creative Trident

22. Employment Figures (2011)
INDUSTRIES / SECTORS
cultural
production
creative
services
other industries
OCCUPATIONS
cultural production 51,906 4,873 31,593
creative services 9,895 82,310 129,479
support occupations 67,189 153,699
rest of economy
9,526,201
Total
Employment
% of Total Employment
Cultural Production
film, tv & radio;
publishing;
music,
performing &
visual arts
160,583 1.6%
Creative Services
architecture &
design;
advertising &
marketing; digital
content &
software
370,361 3.7%
TOTAL CREATIVE ECONOMY 530,944 5.3%

23. TABLE 2: Creative Economy Employment Growth Rates
based on Australian census data (2006 – 2011)
5yr Average Annual Growth Rate (2006 -2011)
INDUSTRIES / SECTORS
cultural production creative services other industries
OCCUPATIONS
cultural production 2.6% 3.5% -0.8%
creative services 1.7% 4.8% 2.5%
support occupations -0.2% 4.3%
rest of economy
2.0%

24. 5yr Average
annual
Growth
Cultural
Production
film, tv & radio;
publishing;
music,
performing &
visual arts
0.6%
Creative
Services
architecture &
design;
advertising &
marketing; digital
content &
software
3.8%
TOTAL CREATIVE
ECONOMY
2.8%

25. Implications
•The creative economy is real, growing at faster rates than the
economy as a whole
•The creative economy exhibits ‘precariousness’ but also quite
different characteristics
•Our approach to the creative economy poses a challenge to
educators and trainers to align learning experiences
/teaching/curriculum to the new knowledge about creative
services and embedded creatives (wider view of creative
labour), to growth in creative-digital industries, and to risk
mitigation over the life cycle and in portfolio careers.